HP targets execs with new spots

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Hewlett-Packard Co., Palo Alto, Calif., today starts an estimated $12 million to $15 million U.S. TV brand campaign targeting business executives. The campaign, running through June, was created by Saatchi & Saatchi, San Francisco, and features two humorous spots positioning HP as a player in e-business solutions. Creative uses the "Expanding possibilities" tag HP first unveiled in a consumer TV brand campaign in November that was produced by Goodby, Silverstein & Partners.

Copyright February 1998, Crain Communications Inc.

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